Lessons
Aligning to Measurable Objectives
1Course Overview
00:42 2Why Are Goals Important
02:10 3What is a SMART Goal
06:36 4Helping Client to Identify SMART Goals
05:25 5Common Errors with Goal Setting
03:16 6Case Study Winning the Olympics on Social Media
09:53 7Quiz : Aligning to Measurable Objectives
Metrics and Measurements, Definitions
8Why are Metrics Important
01:47 9Facebook Page Insights
05:10 10Instagram Analytics
03:53 11Twitter analytics
03:52 12LinkedIn Metrics
02:23 13Youtube Metrics
03:24 14Quiz: Metrics and Measurements, Definitions
Social Media Listening & Competitive Audit
15Social Media Listening Tools
06:38 16Competitive Audit - Analysis
03:08 17Quiz: Social Media Listening & Competitive Audit
Social Media Analytics - on the website
18Linking Social Media activity to Google Analytics
09:57 19Tracking Website Traffic
05:56 20Pixels
03:50 21Quiz: Social Media Analytics - on the website
Measuring and Reporting the Results
22How Often Should You Monitor a Campaign
02:58 23What to Look at When You Measure Results
09:46 24Measuring the Results
04:57 25Reporting the Results
04:32 26Quiz: Measuring and Reporting the Results
Conclusion
27Conclusion
00:53Final Quiz
28Final Quiz
Lesson Info
Facebook Page Insights
in this chapter, I'll talk to you about some of the most common facebook metrics and where you can find them on the platform. Three of the most common metrics on facebook that you'll be looking at our reach engagement and impressions page or post reach on facebook is the number of people that saw your page or your post. So reach relates directly back to individual accounts. The individual user engagement is the number of likes, comments, shares, clicks or reactions on your page or your post. And so this is the number of times that people have interacted with, the content that you've put onto your page or have put into an ad. And finally impressions is the number of times a post from your page is displayed, meaning the number of times that a piece of content or an advertisement is shown to people on the platform. So impressions will always be greater than reach because a piece of content can be served and shown multiple times to the same user impressions is the number of times a post fr...
om your page or an ad is displayed or shown to the audience, impressions will always be greater than reach because a piece of content or an ad can be shown multiple times but reach should never be more than impressions because at the very least reach and impressions would be equal to each other. If someone sees something one time, the impressions would be one. If somebody, if that same person see something twice reach would be one in impressions would be to hopefully that makes sense. So the place where you can find this information on facebook is if you go to page insights on the facebook insights tab or dashboard of your facebook business page, you'll see numbers that relate back to engagement, which again is the number of times that people have interacted with your content over a certain time period. This includes things like video views. It also includes things like sharing your content with their networks, commenting on your content, liking your contents, it also includes follower growth or decline. So it will tell you how many followers your page has gained or lost over a certain time period. You'll also get to see how many times someone actually viewed your business page. So perhaps people came to your business page, checked out information about you, they may have looked at the location where you're based, may have looked at any content that you've posted recently that's all being tracked by facebook as well. You'll also get a list of your top 5 to 10 most recent posts and how those are performing in terms of targeting and who you're targeting for that post. How many people you reach with that post as well as the number of engagements that each of those posts have received. Other things that you can see from facebook insights is the types of engagement on each piece of content. So if you were to click on the actual post itself, you'll see the number of likes, the number of loves with the little heart, the number of reactions that people have left on that piece of content. You'll also get to see the number of comments left on that piece of content, the number of times that piece of content was shared. And if you do have a video as part of your content, the number of times that that video was viewed. If you had any negative feedback on that content that will be showed in the dashboard for you as well and so therefore you can take a look now, not just at metrics for volume of engagement but also get a sense of sentiment for engagement, meaning wasn't positive engagement or negative engagement. And either way what was working and maybe what wasn't working if you were getting some negative comments. Another dashboard you can use in facebook to monitor your campaigns is the facebook ads manager. So if you have boosted your posts or if you've run paid advertising campaigns, facebook ads manager is where you would go to take a look at how those campaigns are performing. Some of the typical performance metrics that we look at for advertising are things like the results that you set out to achieve. This could be link clicks, this might be video views, this might be purchases but it's going back again to those objectives that you set at the beginning of the campaign. As manager will be tracking the results of your campaign as the campaign is running. So you'll tell ads manager what your goal is and it will track how your campaign is performing according to that goal. You'll also get the number of people you've reached for the duration of the campaign. So again, this is the number of unique users that have seen your ads and your campaign content as well as the number of impressions for the ad itself. And then depending on how you might customize your report, maybe you're interested in knowing what your cost per result was. So for every link, click, how much did you pay per link click. You're allowed to customize those columns as well. And facebook will tell you specifically whether you've paid five cents or 10 cents or a dollar for every action that was taken on your ads. You'll also get a sense of the revenue if you're tracking that on your website from the campaign to so any results that you've deemed to be relevant to your campaign goals will be seen within the ads manager dashboard and that is facebook metrics as well as where to find key metrics in the facebook platform
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